The AAA video game industry has recently been associated with multiple controversies and community outrages, most commonly attributed to aggressive monetization strategies. Due to the rapid evolution of the industry in question, the body of academic literature is quite lacking, especially with regard to developments that are more recent. The authors gathered research investigating the impact of a number of factors, related to the most prevalent monetization strategies, on the games themselves, and combine these insights, in order to create a foundation for a holistic theory of these relationships. A qualitative study, in the form of a literature review, was undertaken to explore the various factors impacted by the chosen monetization strategy. In addition, a quantitative study was conducted to investigate how the choice of monetization strategy affects the rating scores given by critics and consumers. These studies add to the understanding of how a chosen strategy can affect the consumer perception of the game, which is directly related to the generated revenue. Furthermore, the literature review provides a rough outline for the interaction between consumer purchase motivations, purchase incentives implemented into the games and their effectiveness. These findings can have important practical implications for AAA video game providers when designing future games.
|Uddannelser||Cand.merc.mib Management of Innovation and Business Development, (Kandidatuddannelse) Afsluttende afhandling|